Music Festivals speak to a broad audience, one that is passionate about music and its contribution to their lives. Investment in music festivals continues to increase approximately 5% year over year in North America. This is due to the fact that festivals are growing in both penetration and scale, which has caused more and more brands to turn to music as a passion point for connecting with young adults. The result for brands? The average festival property now has an average of 25 sponsors, making the space cluttered and harder for brands to break through and get noticed. Brands looking to integrate with music, specifically festivals, need to find the right approach.
In an effort to better understand how to impact people through music festivals, Mosaic Insights conducted a series of discussion groups and surveys with both festival goers and media planners.
Here is what we learned…
People Mindset
It all starts by understanding the people who attend festivals and the mindset the festival experience creates. This experience facilitates adventurous actions and exploratory minds. How can your brand engage people given what they are looking for?
The Right Fit
Each festival has its own DNA, which is one of the most important aspects to why people select the festivals they attend. Brands need to understand, respect and integrate with the DNA of the property. The key is to not disrupt the festival experience but to integrate and compliment it through your presence.
Experiential in Nature
Successful brand activations that have high brand recall and impact offer attendees a sought-after experience. 36% of people want brands to provide an experience that enhances the festival, creates memories and caters to their adventurous and exploratory mindset.
Brand Authenticity
Its about engaging festival goers from an emotional vs functional strategy. How can you bring your brand to life in a way that allows people to experience first and try second. We know that festivals offer a great opportunity for people to try branded products and learn more about them, however, here it’s about striking the right balance.
Amplification
99% of people who attend events capture content, and 100% of them share their experience on social media. Create shareable moments that are social in nature – 89% of shared content is of attendees and their friends compared to 83% of the artist/musicians.
Target the right festivals, connect with attendees authentically, create incredible moments that elevate their festival experience and they will become your brand ambassadors.
Jil Eisnor is the VP of Mosaic Insights.
